Donkey Kong Country Returns 3D, a new version of the 2010 Wii hit, is released on May 24th and is backed by social activity and online ads on gaming and kids sites.

Nintendo has also booked TV ads around kids and housewives programming. These ads will run after the game's launch to drive longer tail sales.

There will also be continued advertising in print and online.

“We want to make sure that everyone knows that Donkey Kong is back.” said Nintendo UK product manager, Roger Langford.

"Donkey Kong Country Returns 3D is yet another huge release in 2013 for Nintendo 3DS. Retro Studios has done an incredible job of replicating the classic gameplay of previous Donkey Kong titles on SUper Nintendo, whilst at the same time bringing them up to date and adding many new twists and turns.

"Donkey Kong titles have always been enjoyed by all ages for generations and we expect this one to be no different."

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